Hello, I'm Dave Thoma (pronounced toe-ma) and I've had the good fortune to have worked with six profitable companies (including Amazon), which utilize the 3C’s (content, community and commerce).

Currently seeking an executive-level eCommerce position which will effectively utilize all acquired skills, abilities, and areas of expertise.

My background includes extensive experience in the management of eCommerce sites with a heavy emphasis on creating engaging customer experiences to drive revenue growth. I'm an innovative Director of eCommerce with 31+ years experience leading software development initiatives throughout the development life-cycle for companies on the Internet Retailer “Top 500” (both B2B, B2B2C and B2C.

I love what I do.

eCommerce Management

User Experience

Strategic Planning

P&L Management

Software Development Lifecycle Mgt

SEO / SEM / Social Media Marketing

Team Leadership

2010 - 2013

LifeWay Christian Resources – Nashville TN

Director of eCommerce & (#175 in Internet Retailer’s Top 500 with $120M+ in online revenue) using WebSphere Commerce, Alfresco, Endeca Infront, Site Catalyst, Test & Target, and integrated with Oracle. Instrumental in achieving double-digit growth in revenue and traffic by launching initiatives in SEO, SEM, PPC, retargeting, and display advertising. Deployed a useability lab to focus on customer experience management and helped foster a culture of customer-centric design throughout the omni-channel (B2B2C).


Thoma Consulting


Served as a partner in which deployed an SEO-optimized storefront of electrical supplies for the B2C/B2B marketplace. Utilized Omniture’s Site Catalyst and Search Center to track user
interaction for 96k products and 220k PPC ads.

Deployed Adobe CQ (Day Communiqué 4.2 – 4.6), Comergent, and Endeca InFront as the eCommerce replacement for a nationwide multichannel retailer which doubled shopping cart conversion rates and increased average order size by 27%. Employed an enhanced PPC strategy which decreased customer acquisition costs by 31%. Increased natural search traffic
by 3M visitor monthly by implementing SEO optimized pages and boosted new visitor acquisition by 2.5M monthly via new SEM strategies.

2005 - 2007

Life Technologies (Invitrogen) – Carlsbad, CA

Senior Program Manager

Deployed Adobe CQ (Day Communiqué 4.6), Comergent, and FAST Search technology as the eCommerce replacement for a multinational, multilingual biotech company. Played an instrumental role in increasing online revenue from $0 to $2.6B over a five-year period while simultaneously lowering operational costs by $2.2M annually. Increased gross revenue by $250M in year one, achieved positive ROI on the project in only four weeks, and implemented search engine optimized (SEO) pages which increased traffic by 400%.

2002 - 2005

Outreach Marketing – Vista, CA

VP of IT & E-Business

Supervised 12 staff members in Technical Operations, Software Development, and E-Business departments. Realigned the goals and objectives of the IT department with those of the organization. Led the re-platforming of the storefront using Endeca InFront which increased shopping cart conversion by 53%, generated a 42% increase in online orders, and reduced technical maintenance by 80%. Implemented an Agile software development framework to manage the rapid development of new IT projects, resulting in a 90% decrease in defects and the elimination of 2.5 “man years” of wasted labor in year one. Increased average order size by 17% via increases in customer usability and product merchandising.

2000 - 2002 – Foothill, CA

Director of eCommerce

Increased revenue by 300% over a four-month period via improved customer usability and low-cost viral marketing efforts, resulting in sustained corporate profitability. Achieved a 250% increase in traffic and 26% increase in customer satisfaction over the course of one year by deploying an SEO/SEM initiative and designing weekly content and community-building events. Increased online orders from 15% to 90% by improving online ordering capabilities.

1998 - 2000 – Grand Rapids, MI

Director of eCommerce

Supervised all online efforts, including eCommerce, merchandising, cross-promotion strategy, content management, and the development of interactive toolsets. Negotiated 17 strategic partnerships with organizations such as Willow Creek Association, Hallmark, DaySpring Greeting Cards, and seven nationally-recognized publishers. Managed three direct reports and the corporate relationship with Anderson Consulting (Accenture) to implement its content management and eCommerce systems.

1996 - 1998

ClassiFIND Network, Inc. – San Diego, CA

Founder, President & CEO

Raised $3M in capital within 90 days and built a software development team in less than four months, producing the largest online classified advertising site in the world by 1998 (larger than eBay or Craigslist). Achieved the company’s single largest sales contract (3,620 licensees), generating a 250% increase in gross revenue during the first quarter of 1998 and an estimated two-year increase of 400%. Formed relationships with Microsoft, Intel, Real Networks, Amazon, City Search,, and Auto-by-Tel. Supported 55K online affiliates as an early ASP provider, such as NBC, Yahoo, and AutoTrader.

(1994 - 1996)

Thoma Consulting – Carlsbad, CA


Served as an integral member of a three-person team which created the world’s first online affiliate program for The program accounts for 15%+ of the company’s revenue in the 1990’s.

1989 - 1996

Thoma Consulting – Carlsbad, CA


Spearheaded the implementation and support of accounting ERP systems, including Macola, Great Plains, and Solomon for 60 small to medium sized companies in San Diego.

1983 - 1989

SDFM – San Marcos, CA

Software Development Manager

Manages 4 person software development team which creates inventory management software and is responsible for creating $1.7B in new revenue over a three year period. Reduces perishable loss by 35% due to superior inventory tracking and predictive sales forecasting. Integrates with Ford Motor Credit’s Ask Manman ERP system for time share computing.

1988 - 1993

University of Phoenix

Computer Information Science

1982 - 1985

San Marcos High School

San Marcos, CA

I’ve been married to a wonderfully supportive wife for 22 years and have 3 teenage kids (oh my). When I’m not working or spending time with the family I enjoy golf, softball, and studying game theory. I’m a bit of a coffee nut and can often be found at my local coffee shop.